Business Irish

Saturday 24 March 2018

Brennans uses loaf to agree festive movie sponsorship deal with TV3

BRENNANS Bakeries will sponsor films on TV3 over the festive season. The deal will see Brennans back more than 30 movies across the channel's schedule, including such titles as 'The Hangover' and 'The Snapper'.

The sponsorship began this week with 'The Time Machine' and will continue for the rest of the month.

The bread maker will also sponsor Christmas Eve and Christmas Day on TV3 with all-day station "takeovers" on both days.

Ivan Hammond, the head of marketing at Brennans, said the partnership "allows the brand to deliver a strong feel-good message through our wonderful TV creative".

"Furthermore, we are able to capture the spirit of Christmas through some engaging vox pops with TV3 personalities and a great piece on Ireland AM with Edward Hayden that should get the country talking," Mr Hammond added.

TV3's sponsorship and promotions executive Keith Gillen said the broadcaster was "delighted" to have signed on for what was a "feel-good" sponsorship.

"This high-frequency sponsorship will allow Brennans to reach its core target audience, and really cement their alignment with the holiday season," he said.

Ken Nolan of Mindshare, who brokered the deal with TV3 on behalf of Brennans, commented: "When the opportunity arose to sponsor the Christmas movies on TV3, we worked with the sales team to extend this, and deliver a unique package that really takes ownership of festive content across the station.

"The partnership gives us the perfect opportunity to get across a prominent 'Happy Christmas from Brennans' message," Mr Nolan explained.

Hidden Hearing in 10-year tie-up deal

Hidden Hearing and Irish Guide Dogs for the Blind (IGDB) have agreed a new 10-year partnership that will see Hidden Hearing sponsor the training of a guide dog to help assist an individual who is blind, visually impaired or may have Usher syndrome.

A leading cause of deafblindness, Usher syndrome is a genetic disorder which affects hearing and causes progressive loss of sight from the teenage years onwards. In developed countries about four babies in every 100,000 suffer from the condition, while approximately 3 to 6pc of all children who are deaf or hard of hearing are affected.

Welcoming the new partnership, Hidden Hearing marketing manager Dolores Madden said: "Specially trained guide dogs from IGDB act as a constant companion and greatly help to improve the quality of life of their owners.

"We hope our partnership with Irish Guide Dogs for the Blind will be beneficial for all and it is our intention to continue working with them well into the future as part of our corporate social responsibility programme."

IGDB chief executive Padraig Mallon said his organisation was "grateful" to Hidden Hearing for its support.

"With this dog the person will experience greater mobility, independence and a significant improvement in their quality of life. The support of companies like Hidden Hearing is vital to our efforts to raise the funds we require to develop and deliver our life-changing services.

"We have ambitious plans to train more people in 2013, this donation and the continued support of our volunteers and donors gives us the confidence that we will be in a position to achieve them."

SB Communications to do PR for Chill

SB Communications PR and marketing agency has been appointed by insurance brokers Chill Insurance to manage consumer and corporate PR.

Chill, headed up by Padraig Lynch, employs 120 people, and offers all the key business and consumer insurance products, including motor, home, life and health cover, and specialist insurance such as marine, school, gadget and bicycle policies.

'Customer centre of experience' for UPC

UPC has opened the first of a network of "customer experience centres" that it hopes will bring the entertainment benefits of its fibre-powered homes closer to Irish consumers.

UPC, in partnership with Carphone Warehouse, is set to roll out a network of centres to showcase all of UPC's fibre-powered services and products. The first Customer Experience Centre opened in the Carphone Warehouse on Henry Street in Dublin. Customers will be able to experience what UPC call the "huge benefits" of the service.

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